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It is tempting to initiate a marketing strategy without developing buyer personas, however the likelihood is you will miss valuable opportunities to speak directly to your target audience. In fact, personas are an integral part of any marketing strategy because they serve as reference points to your marketing objectives. They are bridges between your goals and your prospective parents as they offer essential information that affect every step of your marketing strategy. Without personas, you are more likely to revert to creating content around what you know best instead of what your prospective parents are actively seeking.

A key performance indicator (KPI) is a measurable value that is used to judge how effective an organisation is at achieving key objectives. Organisations use KPIs to evaluate their success at reaching targets. KPIs are important in the world of content marketing so that we can measure the effectiveness of what we produce. We’ve put together a list of some of the critical KPIs of school content marketing.

"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar." David Ogilvy said this in his book, Confessions of an Advertising Man, in 1963. David, one of the world’s most famous ad men, knew the importance of a great headline and how to hook an audience.

Search engine algorithms are constantly evolving and becoming smarter. Long gone are the days where keywords are the most important factor in Search Engine Optimisation (SEO). Nowadays search engines are taking a much more human approach to search results, using machine learning and artificial intelligence to read web pages and gauge the topic and quality of the writing. It is because of this that a scattergun approach to blogging is inefficient, ineffective and more work than a strategy based on topic clusters. Find out how you can use topic clusters to improve your school’s content marketing efforts below.

Keeping track of your competitors’ social media activities is imperative for your school brand survival and for the proper curation of your own social media content. If social media is a strong component of your overall school marketing strategy, competitor analysis is a must-have tool in your marketing toolkit.

Social media marketing is an absolute must to establish your school brand’s authority and authenticity. Here are some helpful tips to ramp up your school social media strategy.

Being successful at school social media requires more thought and planning than most people think. Just because a college, university or independent school is an institution with young people, that doesn’t mean it will naturally be effective at social media marketing.

Aside from the occasional writer's block, one of the main challenges school marketers often get worried about is keeping school blog subscribers interested. If your blog entries are not interesting enough, or if they all look the same to your readers, you might face a sudden drop in readership due to unsubscribes.

Webinars are used to deliver seminar-style content through an online platform. The purpose of a webinar is to present a topic that is relevant and engaging for the intended audience. Webinar formats can vary from being a one-way pre-recorded video or an interactive session where hosts and viewers can respond in real time. Even today, webinars are proven to be a very helpful tool in school marketing. Here are some of the reasons why school webinars work.

Likes, shares, comments … sometimes choosing whether to retweet or hashtag can be a very daunting prospect. When combined with the typical time pressures that School Marketers face, it’s not surprising that communications are often delivered haphazardly across multiple Social Media channels. However, Social Media is not going anywhere, and it is becoming an increasingly integral part of schools’ marketing and communications strategies.